Best Buy adds $100 to the price of the $999 iPhone X

Those already reeling from sticker shock for the new $999 iPhone X got a second surprise Friday: retailer Best Buy is making the phone even more expensive. In fact, it’s a whole $100 more expensive.

For those who can’t add with their jaws hanging open, that means the iPhone X at Best Buy is now $1,099.99 for the 64 GB model and $1,249 for the 256 GB model.

But the price hike only applies to those who buy their phones outright, rather than those who choose longer installment plans — plans that often end up being more costly for consumers anyway. In this case, though, paying in installments is actually cheaper.

Best Buy said in a statement that the price hike is a consequence of giving people many options for paying for their phones.

“Our prices reflect the fact that no matter a customer’s desired plan or carrier, or whether a customer is on a business or personal plan, they are able to get a phone the way they want at Best Buy,” the company said in a statement. “Our customers have told us they want this flexibility and sometimes that has a cost.” In other words, sometimes you have to pay more to get the phone the way you want.